Brand Immortality

Brand Immortality

4.11 - 1251 ratings - Source

Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.We have already seen dramatic growth in consumer enrolment in preference services such as the United Statesa#39; National Do-Not-Call Registry. This was announced on 27 June 2003. Within the first three days of the registrya#39;s operation , anbsp;...

Title:Brand Immortality
Author:Hamish Pringle
Publisher:Kogan Page Publishers - 2008-11-03


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